Nielsen predicts sharp spike in beer purchases for Memorial Day holiday

SCHAUMBURG, Ill. The Nielsen Company predicts that consumers will spend around $381 million on beer (more than 21 million cases) at supermarkets during the Memorial Day holiday. This period is the second most popular season of beer sales in the U.S., following July 4.

The two weeks surrounding Memorial Day account for around 5 percent of annual beer sales, based on volume. In 2007, the season garnered sales of $380.8 million, or 21,534,727 cases, at supermarkets nationwide.

Nearly 35 percent of annual beer sales happen during the summer. Around half of summer beer sales are premium brands, Nielsen said.

“Summer is a hot time for beer retailers,” The Nielsen Company’s vice president of client service, beverage alcohol, Nick Lake said. “Beer is popular with consumers during the Memorial Day holiday and summer as it is generally more portable than wine or spirits, making it easier to take to outdoor parties, picnics and barbeques. Beer retailers can take advantage of this opportunity by understanding what types of beer their consumers are looking for and promoting a well-stocked selection of beer in their stores.”

According to Nielsen, Millennial consumers, buyers in the 21­30 age range, prefer to buy beer over other types of alcohol. Millennials also are more likely than older generations to try different flavors and types of beer, and are more likely to buy imports and craft beers.